A âNew Indiaâ for the Arab World
Brands Bollywood and Modi in the U.A.E.
äºMiddle East Journal of Culture and CommunicationSearch for other papers by Ada Petiwala in
Current site
Google Scholar
Abstract
This article investigates the formations of âBrand Modiâ and âBrand Bollywoodâ and their strategic and overlapping foray into the United Arab Emirates, considering it a pivotal moment in contemporary transregional media production. Two branding campaigns form the basis of my analysis: Indian Prime Minister Narendra Modiâs highly mediatized 2015â2018 U.A.E. visits and Shah Rukh Khanâs 2016â2019 â#BeMyGuestâ campaign for Visit Dubai (the Emirateâs official tourism brand). Attending to questions of branding techniques, diasporic identity and historical imagination, I examine how these campaigns play on notions of the common man or aam aadmi and the upwardly-mobile and cosmopolitan âNew Indianâ through the celebrity personas of Modi and Khan. I argue that this creation of a âNew Indiaâ for the Arab world seeks to efface down class connotations of India and Indians in Arab imaginaries by re-framing India as a key diplomatic and cultural-infrastructural partner of the Emirates.
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| å ¨é¨æé´ | è¿å»ä¸å¹´ | è¿å»30天 | |
|---|---|---|---|
| æè¦æµè§æ¬¡æ° | 795 | 239 | 19 |
| å ¨ææµè§æ¬¡æ° | 131 | 10 | 1 |
| PDFä¸è½½æ¬¡æ° | 211 | 23 | 3 |
A âNew Indiaâ for the Arab World
Brands Bollywood and Modi in the U.A.E.
äºMiddle East Journal of Culture and CommunicationSearch for other papers by Ada Petiwala in
Current site
Google Scholar
PubMed
Abstract
This article investigates the formations of âBrand Modiâ and âBrand Bollywoodâ and their strategic and overlapping foray into the United Arab Emirates, considering it a pivotal moment in contemporary transregional media production. Two branding campaigns form the basis of my analysis: Indian Prime Minister Narendra Modiâs highly mediatized 2015â2018 U.A.E. visits and Shah Rukh Khanâs 2016â2019 â#BeMyGuestâ campaign for Visit Dubai (the Emirateâs official tourism brand). Attending to questions of branding techniques, diasporic identity and historical imagination, I examine how these campaigns play on notions of the common man or aam aadmi and the upwardly-mobile and cosmopolitan âNew Indianâ through the celebrity personas of Modi and Khan. I argue that this creation of a âNew Indiaâ for the Arab world seeks to efface down class connotations of India and Indians in Arab imaginaries by re-framing India as a key diplomatic and cultural-infrastructural partner of the Emirates.
| å ¨é¨æé´ | è¿å»ä¸å¹´ | è¿å»30天 | |
|---|---|---|---|
| æè¦æµè§æ¬¡æ° | 795 | 239 | 19 |
| å ¨ææµè§æ¬¡æ° | 131 | 10 | 1 |
| PDFä¸è½½æ¬¡æ° | 211 | 23 | 3 |
